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Tablet Interaction Survey Results

03 May 2012

Nielsen in the USA has published part two of its tablet study, which breaks it all down by demographic. It's last study found that 45 per cent of US tablet owners are using the device daily in front of TV. This week, Nielsen released salient information relating to, what are they doing on their tablets? And how does it change across demographic groups? To view the chart click here:

The data isn't terribly surprising: email is the top activity, men check sports scores more than women, women are slightly more interested in deals and coupons, and younger users are more inclined to use social media while watching TV. (Unfortunately, the data doesn't break down the amount of social activity that's tied to the broadcast - that would be a great study to do.)

In aggregate, it's a good reminder that a large chunk of the TV+tablet audience is doing unrelated stuff on their devices. While some argue that second-screen experiences are distracting, in reality they have the potential to attract a large chunk of viewers away from completely unrelated interactive activities. And TV viewers engaged on a well-produced second screen will be more engaged with the broadcast than someone checking email or sharing family photos on Facebook.


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